By Michael Hemsworth

Published Aug 21, 2026

References retailtimes & highcrossleicester

The Highcross Leicester HADO augmented reality (AR) techno-sport has been launched as a first in the UK to deliver guests with an immersive gameplay experience that pushes the boundaries of gaming. The experience is being launched as part of a two-week pop-up in the former unit in the upper mall where The North Face previously was located. The experience sees visitors wearing AR headsets alongside wrist sensors, which will work together to let them shoot digital energy balls, dodge attacks and raise their shields without any actual handheld components.

Centre Director Michelle Menezes spoke on the Highcross Leicester HADO experience saying, "We’re delighted to be bringing HADO to Highcross, giving our shoppers the opportunity to experience the UK’s first pop-up of its kind in a shopping centre. It’s a completely new experience for Leicester, and we’re excited to give visitors the chance to get involved, whether they’re already passionate about gaming or simply looking to try something different.”

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What's Driving This Trend

Augmented Reality Sports

Immersive techno-sport formats are blending physical movement with digital gameplay, creating new commercial space for location-based entertainment and competitive social experiences.

Retail Entertainment Pop-ups

Temporary experiential attractions in vacant mall units are transforming underused retail space into traffic-driving destinations with flexible revenue potential.

Hands-free Gaming

Sensor-based interfaces and headset-driven play are expanding gaming beyond controllers, allowing more intuitive, active, and accessible participation for mainstream audiences.

Who This Affects Most

Shopping Centers

Malls are repositioning themselves as entertainment-led venues where immersive attractions can increase dwell time and diversify tenant mixes.

Gaming

The gaming sector is extending into physical venues through AR formats that merge esports, fitness, and social competition.

Experiential Marketing

Brands and venues are using short-term interactive installations to generate novelty, local buzz, and measurable consumer engagement.